Muchsin, Fikri Izzuddin (2025) Pengaruh Brand Image, Social Media Influencer dan Online Customer Review Terhadap Keputusan Pembelian Face Wash Kahf pada Pria Generasi Z Pengguna Tiktok di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing trend of self-care among Generation Z men has occurred in line with the high intensity of social media use, especially TikTok. This study aims to analyze the influence of brand image, social media influencers, and online customer reviews on the purchase decision of Kahf face wash among Generation Z men who use TikTok in the city of Surabaya. This study uses a quantitative approach with purposive sampling techniques and involves 105 respondents. Data were obtained through an online questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that the three independent variables have a positive and significant effect on purchase decisions. These findings provide practical implications for industry players in developing digital marketing strategies that are relevant to the characteristics of Generation Z male consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics M Music and Books on Music > M Music |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Fikri Izzuddin Muchsin | ||||||||
| Date Deposited: | 10 Sep 2025 07:58 | ||||||||
| Last Modified: | 10 Sep 2025 07:58 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42441 |
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